RELACIONES PÚBLICAS EN EL SECTOR PÚBLICO

Abstract

The frontier role assigned to Public Relations since its inception as a discipline has become fundamental in regard to the exercise of the profession, particularly in the Public Sector.

In this sense, the objective of the article is to reflect on the aspects that, in the author's opinion, deepened the so-called bidirectional symmetrical model, in which the Public Relations professional acts as a mediator between an institution and, in this case, the citizenry, who demands, who claims, who thinks, who questions. These are, on the one hand, regulations on access to public information and, on the other, technological advances in digital communication. Both aspects are addressed taking Argentina as the country of reference.

The methodology used is the survey of bibliography and reference cases, which allow to account for the existence of these aspects that deepened the model.

The results obtained from the research and analysis of reference cases allow us to infer that the bidirectional symmetric model of Public Relations is the most suitable for the development of democratic institutions, in a context marked by new technologies and by the implementation of the Law on Access to Public Information in Argentina.

All that has been said, allows us to conclude that the institutions that develop within the so-called "Public Sector" and that carry out Public Relations strategies to build and maintain relationships with their stakeholders, must consider the bidirectional symmetric model as the most suitable. for development in the Public Space, since on the one hand the public are increasingly demanding and have more tools to channel their demands and at the same time the Access to Public Information regulations make available all the information that society needs to.